1 / 12

Buon Giorno! Area Profile Reports

Buon Giorno! Area Profile Reports. Leo Sharrock Market Intelligence Officer amh. What is an Area Profile Report…. Reports include a map, demographic overview, and postal sector breakdown

wyoming-snider
Download Presentation

Buon Giorno! Area Profile Reports

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Buon Giorno!Area Profile Reports Leo Sharrock Market Intelligence Officer amh www.amhonline.org.uk

  2. What is an Area Profile Report… • Reports include a map, demographic overview, and postal sector breakdown • Information included: population, age, employment, ethnic groups, households, arts attendance, sociodemographic group, newspaper readership www.amhonline.org.uk

  3. What Are Postcode Sectors? www.amhonline.org.uk

  4. Background…technical For those interested in the technical details, the information is produced from 3 main data sources: • UK Census • BMRB Target Group Index • CACI ACORN classification system www.amhonline.org.uk

  5. Updated Version Launched 2004 • New GIS system to deliver Area Profile Reports (InSite, CACI) • Based on 2001 Census data, TGI 2003, New ACORN www.amhonline.org.uk

  6. Some Advantages of the New System • Faster to produce profiles • More flexibility about where to centre profile • Distributed in electronic format • Choice of drivetime contour definition (e.g. on/off peak), or other boundary (e.g. local authority boundary). • Indices applied to overview & postal sector tables • More informational items (e.g. internet usage) • Additional functionality of InSite GIS – e.g. profiling www.amhonline.org.uk

  7. Best Uses… • To help marketers/planners understand the demographics of catchment areas by: • Defining the area from which access by car is relatively easy • Providing a realistic and accurate picture of the character and demographics of that area • Showing how postal sectors in a catchment area differ in terms of demographics and propensity to attend the arts www.amhonline.org.uk

  8. Best Uses… (cont.) • Assess the degree of success in penetrating attendance potential by: • Analysing penetration of present users against relative market potential in different postal sectors • …which assists the organisation to review their present marketing context and target limited marketing budget more effectively and efficiently www.amhonline.org.uk

  9. Example: Theatre Test-drive Mailing Mailing List Defined by: • Postcode Sectors showing higher propensity to attend ‘Plays’ within 30 minute drivetime • ACORN profile based on key types within present audience • Selected demographics (age, income) • De-duplicated against existing bookers. www.amhonline.org.uk

  10. Misuses…and limitations • Taking the calculated figures for current attenders to the arts as a literal prediction • Using the calculated figures to try and predict the demand for increased arts provision (e.g. to justify new arts organisations) • The best use of this data requires some commitment to its understanding, and a fair degree of marketing creativity and confidence. www.amhonline.org.uk

  11. Summary • Available to publicly funded arts organisations and local authorities in Great Britain* • Excellent for understanding demographics • Assists target tactical marketing • Helps strategic planning based on market’s relative propensity to attend the arts • Not useful for accurately predicting audiences to any specific organisation • Can’t predict the effect of changes to provision www.amhonline.org.uk

  12. Grazie ed arrivederci! www.amhonline.org.uk

More Related